• Adweek, Monday, January 5, 2009 10:18 AM

As advertisers fly into economic turbulence this year, media shops will be helping them shift dollars to ad platforms that offer a better return on investment. Shops are redoubling efforts to develop new offerings, metrics and strategic services to improve clients' ROI.

"Flexibility is key in the marketplace, in the deals we negotiate, with our staffing levels and in our ability to move quickly," says Bill Koenigsberg, CEO of Horizon. The gainers will be cable and digital, as well as big TV events, says Initiative U.S. president Tim Spengler. "The question is: what is big mass-media event and what isn't, but says it is and charges you for it?" he asks.

In an effort to become a strategic counselor to its clients, OMD is also testing a new offering called OMDPro, which offers competitive business intelligence, consulting and pop culture trend spotting. Its first client is Dial soap.

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